When Hook Arts Media asked us to create a new brand ahead of their 25th anniversary, Phil & Co. sought to develop a system true to both their deep ties in Red Hook, Brooklyn, and their increasingly multidisciplinary, tech-focused educational programming.
Hook Arts Media (formerly Dance Theatre Etcetera) has achieved national acclaim for making the arts a critical component of urban renewal and recovery efforts and building educational programs that incorporate 21st-century technology and connections between students and working artists. Today their multidisciplinary programs—offered in NYC transfer high schools throughout Brooklyn and in the organization’s own space in Red Hook—focus on building both performance and digital media skills that can prepare young people for college or employment opportunities.
The new identity, built around the positioning Where creative learning meets community change, pairs a more scalable, iconic logo with hand-drawn flourishes and vibrant colors intended to embrace the sense of discovery inherent in their programs.
The resulting system puts the diverse faces, voices and creative offerings of the Hook Arts Media community at the fore.